Importance And Techniques Of Logistics In Event Management

Table of Contents

Introduction

The word logistics originated from the Greek word logistikos, which means ‘skilled in calculating.’ Historically this term was used by the Romans for the administration of their armies. The term got evolved to refer to the practical art of the relocation of armies. With similar reference, if we see logistics in the context of event management, it is concerned with the execution of planned event activities. Thus, we can describe logistics as the discipline of planning and organizing the flow of goods, equipment, services and people to their point of use. Canadine has defined logistics as the detailed organization and implementation of a plan or operation.

The Chartered Institute of Logistics and Transport (UK)) defines logistics as the time-related positioning of resources to meet user requirements, where resources may be transport, storage, information, flow of customers and customer services. The success of the logistics manager lies in planning and facilitating the movement of right things, at the right moment, at the right location and at the right price. Unlike business logistics which is an on-going activity and is a part of continual management in an enterprise, event logistics is concerned with a specific period, with pre-established agendas or a project.

Importance Of Logistics In Event Management

Logistics become all the more important to events because of the need to concentrate on resources at a particular location at a particular time. Hence effective logistic management is a very important determining factor in the performance of an event. The general principles of logistics that involve managing the process of manufacture, supply, and distribution (including storage and transport) of the product to the ultimate consumer, apply in event management as well, where it requires an organized and structured alignment of key logistics functions. Irrespective of the size of the event, whether it is a wedding event with a gathering of two hundred people or a mega sports event of international level, the importance of logistics remains the same. Thinking of logistics from the customer’s or participant’s perspective will make logistics customer friendly.

Logistics is all about getting things organized, getting things and customers in the right place and tearing everything down. Most of the times logistics planning focuses on setting up and changing sets. All event managers strive for that level of event performance where all their customers are left impressed and satisfied. The logistics manager needs to plan the work flow to such a practical level that makes all its aspects feasible.

If we consider the sheer complexity of even a modest (simple) family wedding, it becomes evident how crucial is the careful management of logistics. An event that involves catering has a lot of enormous demands such as serving hot food to many people at one time. Think of a situation, where there is only one plate for each guest and the plates would need to be washed between snacks and the main course. This ‘in-between’ span could be two hours or an hour or just a few minutes. Visualize the load it would build up on the serving staff. The process would involve a lot of movement of the serving staff, huge load on washing area and enormous pressure on the kitchen staff to serve the main course at the correct time.

Sports events involve several concurrent and consecutive events, sometimes requiring different equipment for players and athletes. Likewise think of logistics involved in rock concerts and entertainment events featuring several international artists, when the group is on a tour of several cities. Sometimes certain musical instruments might have to be transported to a particular country only days or hours before the event. However a team supporting the artists would be aware of the requirements and be there to set up the instruments along with exotic foods and special dietary items. Arranging accommodation for people of various regions and management of restroom breaks for specific events have been known to be complicated. Therefore the logistics manager needs to be one of the most efficient and organized persons from the event team.

Logistics Plan

Logistics plan is a part of the communication within an event. Whether the event is big such as a multi venue trade fair or a small event such as birthday party, there has to be a written logistics plan. A logistics plan could either be of one page or a bound folder covering all areas. The information to be included in the logistic plan varies with the size and type of an event. For example, the logistics plan for a workshop organized indoors for the employees of a corporate will not include site map or sub contractor details. The logistics folder of a large event should include the following or more:

- General contact list
- Site map
- The emergency plan/plans
- Schedules, including time lines and bar charts
- Subcontractor details, including all time constraints
- On-site contacts, facilities, security and volunteers
- Evaluation sheets (sample questionnaires or feedback form)

Techniques Of Logistics Management

Any event takes place at a specific time and specific place. For this reason, the tools of scheduling and mapping are used in events’ logistics management. It is clear now that the logistics manager has to be a negotiator, procurer, equipment and maintenance manager, project-maker, map-maker, human resource manager and party organizer. For large events, multi-venue events and multi-day events, a separate logistics manager position is required. Moreover, the functional areas in an event are so closely linked that any change in one small area can result in crucial changes throughout the event. Hence initial negotiations (such as where should an electric generator be placed or entry point of visitors) and ongoing assessment at every stage of logistics are very important.

Communication Network And ICT Systems

The logistics manager has a relationship with other functional areas and managers of an event such as finance manager, marketing and promotions manager, artistic manager, event manager, volunteer coordinator and staging manager. For instance information would be required by the logistics manager, from other festival managers. One of the festival managers – the artistic director will first select and negotiate with the artists, and then inform the logistics manager about the travel, accommodation, staging, and equipment requirements of the selected artists. Likewise the staging manager will select and negotiate with subcontractors, and then pass information about the subcontractors regarding sound, lights, program timings and backstage requirements to the logistics manger. Similarly communication will be sent from other festival managers, such as volunteer coordinator, promotions manager and so on, to the logistics manager.

Effective ICT (Information, Communication and Technology) systems enables the logistic manager to keep a track of the activities on the site, ensure proper coordination among different event activities, get the best out of the available resources.

Just-In-Time (JIT) Delivery

This technique stresses on bringing material onto the site just in time, to be used, thus reducing the need to store excessive levels of material. For example in any event, for hot snacks to be served, food items from the caterer should reach at least an hour, or half an hour before the snack time. If a stall has to be created on the third day of the event, all the equipment and material should be brought for set-up a night before the event.

Site Or Venue Map

A necessary communication tool for logistics – the event site or venue map, is self explanatory and can help identify problem areas. For larger festivals, it can be an aerial photograph with the logistic features drawn on it. For smaller events it can just be a sketch map that shows the necessary information to the customer. The site map can be displayed at various places on the event-site, and circulated to customers. The three basic features on a map – scale, projection and key (showing symbols used) should be prepared for the purpose of the target audience. Volunteers should be able to understand this map and guide the target audience or customers. For many sporting events, festivals, trade fairs and concerts, the sketch map on the ticket shows how to find the site, parking facilities and location of seats. Generally, at the back of the ticket, details of expected behavior of event participants are given. For corporate events, just a simple venue map at the entrance showing traffic, reception, location of conference halls, seating, food areas, toilets and bar, can reduce a lot of work for the staff and relieve them from questions from the audience. A separate logistic map with more details about placement of site offices, contractors areas and service routes should be prepared for volunteers, staff, artists, performers and all other personnel involved in the event.

Checklist For The Logistics Site Map

A checklist for items should be prepared that can be included in a site map; these items can be very brief or detailed depending on the size and type of the event. This list could include scale and direction (using north arrow), symbols (key), entrance and exits, roads and parking, convention hall, information booths, pathways, first aid and emergency road access, media area, equipment storage areas, food stalls, off-limit areas and danger zones (like pits, cliff and blind corners), toilets, telephones, ATMs, green rooms, and so on, based upon the type of event.

Demand Smoothing

This technique enables us to look into all the project activities of an event plan and identify the demand of resources such as equipment, labor, transport, lighting, sound system, furniture and so on. This allows us to avoid peaks and lows and smoothens the process of procurement.

On-Site Marketplace

A temporary storage area should be created for consumable materials, fixings and small tools that are widely used. For example – the event manager can create a common counter for obtaining fixings like adhesives, rope, nails, hammer, tapes, chart paper, color pens and so on which are frequently used in an event.

Reusable Packaging

Reusable containers can cost substantially less than expendable corrugated fiberboard boxes and are likely to have less environmental impact. Reusable packaging includes boxes and pallets, which can be hired and then returned at the end of the project.

Pre-Assembled And Offsite Fabrication

This means assembling and finishing the materials required for building the event site and designing the stage. It allows to plan ahead specifically at the time of event designing stage, estimating the actual quantities and measurements that are required. For example, if one needs to place numbers of cut-outs on the event site then offsite preparation ensures the control of wastage more efficiently, and equipments and tools required need not be installed on the site. It also reduces the transport cost.

Inventory Management Optimization

Inventory means complete listing of merchandise or stock on hand, work in progress, raw materials, finished goods on hand, etc. Inventory management allows having optimum utilization of all the resources such as human, goods and raw material, space and storage. It also enables to distribute materials to the right place at the right time, with supply measured against actual and forecast demand for each individual supply center.

Reverse Logistics

Reverse logistics is a process that involves the cost-effective movement of products (whether raw materials or finished goods) from the consumer to the supplier. For example, in an event, the audience is provided with 3D goggles which when returned could be reused. Such movement of products allows businesses to reuse, remanufacture or refurbish materials and products.

The Demand And Scope Of Events
Characteristics Of Events
Development Of Event Design
Importance And Elements Of The Strategic Event Planning Process
Steps In Developing A Strategic Event Plan